England enforcer Maro Itoje has dropped a bombshell ahead of the 2025 British & Irish Lions tour – but it’s not about rugby.
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The Saracens and England star, heavily tipped to skipper the tourists Down Under, has made another power play away from the pitch, parting ways with Jay-Z’s Roc Nation Sports to sign with Ten Toes – a fast-rising force in athlete branding and management.
From rap royalty to rugby reinvention
Back in 2020, Itoje shocked the rugby world by leaving long-time representatives Stellar Group to sign with Roc Nation, the sports arm of Jay-Z’s entertainment empire.
Now, just months out from the Lions’ highly-anticipated tour to Australia, he’s made another bold switch – teaming up with Ten Toes, a boutique agency already shaking up the sports and culture space.
Locked in with Sarries
It’s not the only major move the 30-year-old has made this year. In January, Itoje penned a new long-term deal with Saracens, alongside a bumper EPS (England Performance Squad) contract – cementing his future at the heart of both club and country.
Now, with his off-field team refreshed, Itoje is set to build a brand just as towering as his lineout presence.
What Ten Toes said
Ten Toes, clearly buzzing about the blockbuster signing, said in a statement:
“Ten Toes is pleased to welcome Saracens and England rugby union star, philanthropist and gallerist Maro Itoje to its talent roster. We’ll be laying the strategic foundations for success before leading all content and exclusive commercial partnership delivery.”
More than just muscle
Ben Weisfeld, founder and CEO of Ten Toes, couldn’t hide his excitement.
“We couldn’t be more excited. Maro is more than just a rugby player. He has so many strings to his bow, and we can’t wait to build on the foundations he’s already laid.”
They’re not wrong.
Itoje has already built an impressive off-field empire. He co-founded Akoje Gallery, spotlighting artists from Africa, the Caribbean, and the diaspora, and teamed up with Khalil Akar to launch the Akoje Residency, encouraging cross-cultural collaboration through art.
Big heart, big vision
Through his Pearl Fund, Itoje has raised millions to boost educational opportunities for children in Nigeria – a cause close to his heart and a testament to his passion for social change.
What Maro said
Speaking about the new partnership, Itoje said:
“I’m very excited to partner with Ten Toes on this next chapter. Ben and the team’s work has been very impressive, and I like the way they go about their business. I’m looking forward to working alongside them to help achieve my goals and aspirations.”
On and off the pitch, Itoje means business
Whether it’s disrupting lineouts or reshaping the future of athlete branding, Maro Itoje continues to prove he’s more than just a rugby player. As the Lions watchlist builds and the spotlight intensifies, he’s making sure his voice is heard far beyond the touchline.
EDITORS PICKS:
British & Irish Lions WAG’s
Here’s a look at some of the partners of the England, Irish and Scottish stars likely to be packing their passports — and maybe a Lions bucket hat or two…
Scotland:
Nika van der Merwe – Married to the Big Man (Duhan van der Merwe)
Nika and powerhouse wing Duhan van der Merwe tied the knot in sunny South Africa back in January 2023. She turned heads in a chic fitted gown with a thigh-high split, topped off with a glam studded cape — a wedding as bold as Duhan’s sidestep.
Emma Canning – Heptathlete and Super Mum (Finn Russell)
It hasn’t all been smooth sailing for Emma and magician-in-boots Finn Russell, but the pair are back stronger than ever and now proud parents to two daughters: Charlie and Skye.
Emma knows the pressure of elite sport first-hand — she’s a heptathlete, battling across seven gruelling events. Now she balances it all with family life and Finn’s erratic brilliance.
Annabel Jones – Puppy Love and Ibiza Vibes (Huw Jones)
Huw Jones and Annabel said “I do” in Ibiza back in July 2022 after meeting in Glasgow. Huw’s not afraid to show his romantic side, often calling Annabel his “everything.”
When an injury sidelined him during the 2019 Six Nations, she bought him a fluffy Maltese poodle named Louis — his furry lockdown lifesaver.
Dina Celina – Nutrition Queen and Future Mrs Kinghorn (Blair Kinghorn)
Blair Kinghorn popped the question to nutritionist Dina during a dreamy weekend at Gleneagles in 2023 — wedding bells will ring this August after the tour wraps.
The couple made an appearance in Six Nations: Full Contact on Netflix, with viewers spotting Blair stepping in at fly-half when Finn Russell was sidelined. Dina’s backstage support? Rock solid.
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